The digital advertising landscape is shifting once again. IAB Europe has released TCF v2.3 (Transparency and Consent Framework), the latest standard designed to align the industry with rigorous privacy regulations like the GDPR.

For publishers on the Ad.Plus network, this isn't just legal housekeeping—it is a critical update for your bottom line. Google has officially announced its timeline for TCF v2.3 adoption, and failing to upgrade by the deadline could result in restricted ad serving and significant revenue loss.

Here is everything you need to know about the transition, why it matters, and the steps you need to take today.

What is TCF v2.3?

TCF v2.3 is the upgraded version of the industry-standard framework that allows publishers, vendors (like Google), and Consent Management Platforms (CMPs) to communicate user privacy choices.

While TCF v2.2 focused on removing "legitimate interest" for advertising purposes, TCF v2.3 focuses on clarity. The most significant change is the standardized support for the "Disclosed Vendors" segment.

In simple terms: deeply hidden technical ambiguity in previous versions made it difficult for vendors to know for sure if a user had actually seen them listed in the consent banner. TCF v2.3 fixes this by making the "Disclosed Vendors" signal mandatory in the consent string, ensuring vendors only process data when they are certain they have the right to do so.

Google’s Mandatory Timeline

Google Ad Manager has fully committed to this new standard. Here are the critical dates you need to mark on your calendar:

• Now (Immediate): Google’s systems are already fully compatible with TCF v2.3 strings. You can—and should—start your migration immediately.
• The Transition Period (Now – Feb 2026): Google will treat the new v2.3 strings the same as the old v2.2 strings. This is your "safe zone" to test your CMP implementation without risking ad delivery.
• February 28, 2026 (The Hard Deadline): This is the cutoff.

• Google will stop accepting new TCF v2.2 strings.
• Any consent string generated on or after this date must be TCF v2.3 compliant.
• Old v2.2 strings generated before this date will remain valid (you won't need to re-prompt old users immediately), but all new traffic must be on v2.3.

Why You Must Upgrade (The Revenue Impact)

It might be tempting to delay this update until 2026, but we strongly advise against it. Here is why the upgrade is vital for your monetization with Ad.Plus:

1. Avoid "Limited Ads": If your site sends a non-compliant consent string after the deadline, Google Ad Manager may default to serving Limited Ads. These are non-personalized, non-programmatic ads that generate significantly lower CPMs and fill rates.
2. Vendor Confidence: Advertisers and Demand Side Platforms (DSPs) are under pressure to prove compliance. They will prioritize inventory where the consent signal is clear and unambiguous (TCF v2.3).
3. Regulatory Safety: TCF v2.3 was built in consultation with data protection authorities to address specific concerns from the Belgian Data Protection Authority. Upgrading reduces your legal risk.

Action Plan: What Do You Need To Do?

Transitioning is straightforward, but it requires you to check your current setup.

Scenario A: You use a 3rd-Party CMP (e.g., OneTrust, Didomi, Usercentrics)

If you use an IAB-certified CMP, you need to contact them.

• Action: Log into your CMP dashboard or contact their support team. Ask them: "When will my configuration be auto-migrated to TCF v2.3?"
• Most major CMPs will handle this update automatically or with a simple toggle switch in your settings, but you must confirm their timeline.

Scenario B: You use Google’s own CMP ("Privacy & Messaging" tab)

If you use the free consent solution provided directly inside Google Ad Manager or AdSense:

• Action: You can relax. Google has stated they will automatically update their strings to the TCF v2.3 format before the deadline. No manual coding is typically required on your part.

Scenario C: You use a Custom/Private CMP

• Action: This requires development work. Your engineering team must update your CMP implementation to generate strings that include the mandatory "Disclosed Vendors" segment as per IAB Tech Lab specifications.

Summary Checklist for Ad.Plus Publishers

• [ ] Verify your CMP: Identify which Consent Management Platform you are running.
• [ ] Check Compliance: Ensure your CMP is on the IAB's compliant list.
• [ ] Schedule the Update: Aim to switch to TCF v2.3 well before the February 2026 deadline to catch any bugs early.
• [ ] Monitor Revenue: Watch your Ad.Plus dashboard during the switch to ensure fill rates remain stable.

We Are Here To Help

Navigating privacy frameworks can be complex, but it is the foundation of a sustainable ad business. If you are unsure if your current setup is ready for TCF v2.3, reach out to your Ad.Plus account manager today. We can help review your setup and ensure you keep maximizing your revenue without interruption.